Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Toilet Care in the Netherlands

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Executive Summary

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PROSPECTS

Toilet care registers increase in volume sales as hygiene and convenience remains important

Toilet care registered an increase in volume sales in 2018 as consumers find it important to keep a clean and hygienic environment in the toilet. As a result, Dutch consumers still purchased toilet liquids/foam for use for a more thorough cleansing in the toilet.

In-cistern devices become obsolete in the Netherlands

In-cistern devices continued to decline in volume sales in 2018 as consumers prefer in the bowl (ITBs) products. The trend towards concealed toilet cisterns is also working against the possibilities of the in-cistern devices’ growth potential.

Promotions put value sales of toilet care under pressure

In 2018, the intensity of promotions of toilet care increased in the Netherlands as different supermarkets had weekly price promotions for specific brands. This was mainly visible under toilet liquids/foam, rim blocks and rim liquids.

COMPETITIVE LANDSCAPE

Bolton Nederland retains its leading position in toilet care in the Netherlands

Bolton Nederland maintained its leading position in toilet care in the Netherlands in 2018 with its WC Eend brand. The company owes its leading position to the brand’s availability in all toilet care categories where it commands leading positions.

Eco brands struggle to make inroads in toilet care

Ecover remained the only company active within toilet care available in mainstream supermarkets such as Albert Heijn. Dalli De Klok withdrew its products from the mainstream channels as consumers shied away from such products.

Unilever Nederland pushed through in toilet care in 2018, being one of the fastest-growing companies over the year. Although only present in toilet liquids/foam and rim blocks, it intensified its promotions in support of Glorix brand increased in 2018.

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